I think its crazy to say its just couples or its just stories. Its both. Days stories are often hit or miss. You can't build a solid audience on story only. You need the audience to feel connected to characters/couples even inspite of story.

But Days use the same characters and same couples for all of their stories. And the characters/couples they use have limited appeal. Most of them don't even feel connected to the show. Its like they don't even have an effect on its history.

And the show's face couple, EJ and Sami, are not even face characters. They guarantee the show will always be one bad step from sinking. Because they weigh the show down. There is nothing epic about them.

If your main stay couple is epic people will give them some leadway and the show leadway. That means even when your stories are bad your ratings can be a little stable to give you time.

Days needs a Josh and Reva... a Victor and Nikki... a fucking Bo and Hope.